The third quarter's results announced by Sky last week include some impressive growth on the HD front; up by 93,000 (almost 20%) to a total of 591,000. This may be put down to Sky dropping the one-off price of the box itself and partly explained by the attraction of the expanded HD channel line up, but either way it's a hugely impressive performance after the previous quarter's more modest gains.
If Sky HD sustains this growth through the final 2008 quarter (normally the best results of the year for both Sky and Virgin Media) then I think we'll have seen proof that a proper HD line up is no longer a niche specialist interest for the first adopter crowd but an essential pay TV service offering for the larger market.
Virgin Media's latest figures are published on Thursday. It'll be interesting to compare them with Sky's fine quarter.